Hrithik, Katrina new faces for Cinthol & Renew

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Mumbai, Feb 18: The Godrej group has roped in cine stars Hrithik Roshan and Katrina Kaif to endorse its flagship brands Cinthol and Godrej Renew. After Imran Khan, Hrithik Roshan will now ask televiewers: “I use Cinthol. Do you?” Cashing in on the growing popularity of Roshan with the release of Jodhaa Akbar, Godrej Consumer Products Ltd (GCPL) is getting ready to launch a high-voltage ad campaign very soon.

Celebrities may come and go but brands are forever. With the changing fortunes of star endorsers, Indian companies are now opting for young achievers to woo new consumers, according to industry analysts.

Incidentally, Hrithik Roshan will be endorsing a toilet soap brand for the first time after promoting colas, cell phones, motorcycles and computers in the last few years. “In fact, the company is planning a complete make over of Cinthol with a brand new endorser. The company has just signed up Katrina Kaif to endorse its hair colour brand Renew,” informed industry sources.

When contacted, Adi Godrej, chairman of the Godrej Group confirmed the new developments at GCPL. “Hrithik Roshan will be our new spokesperson for Cinthol while Katrina Kaif will endorse ‘Renew’. We will be rolling out new ad campaigns featuring our new brand endorsers soon.” However, Godrej was reluctant to reveal further detail about the company’s new initiatives.

According to industry analysts, Indian companies are increasingly looking for young actors or cricket stars to promote their brands in competitive markets. In line with this brand strategy, Parle Products has chosen MS Dhoni to endorse its brands while ITC has opted for Deepika Padukone to promote its new launch Fiama De Wiils.